About This Expo
As Vietnam’s only dedicated trade event focusing exclusively on premium lifestyle, gifts, beauty, and food products, VIPREMIUM 2026 arrives at a crucial point of rapid middle-class expansion in Vietnam. With the country’s middle class projected to double to 26% by 2026, local consumer behavior is shifting dynamically towards high-quality, sustainable, and organic imports. "VIPREMIUM has evolved into the ultimate destination for global brands seeking to break into the fast-growing Vietnamese retail sector," remarked the COEX Organizing Committee. "Our event boasts a historical 90% exhibitor re-registration rate because of its tailored, highly productive B2B matching ecosystem that translates directly into long-term commercial agreements". The show floor hosts extensive product showcases categorized into key high-growth segments: Beauty & Fashion (premium skincare, cosmetics, apparel, and jewelry), Living & Interior (modern home decor, furnishings, and kitchenware), and Food & Beverage (gourmet items, ready-to-eat meals, and innovative packaging). A major highlight of the opening day is the commencement of the signature 1:1 Business Matching Program. This curated platform schedules physical and virtual meetings between exhibitors and high-powered buyers vetted by the Association of Vietnam Retailers, the Vietnam Chamber of Commerce & Industry (VCCI), and SMEDEC2. In parallel, the exclusive "Buyer Zone" opens, allowing brands to pitch directly to the purchasing directors of major regional supermarkets, convenience store chains, and prominent e-commerce portals. To address the operational challenges of international expansion, VIPREMIUM 2026 features a dedicated "Consultation Zone," providing exhibitors with free, immediate expert advice on Vietnamese customs, company setup, import regulations, logistics, and intellectual property rights. Furthermore, the 2026 edition leverages Vietnam’s strong digital consumption trend by integrating on-site photoshoot areas and live broadcast studios. Local social media influencers and key opinion leaders (KOLs) are streaming directly from the show floor to promote international brands to millions of Vietnamese consumers in real-time. VIPREMIUM 2026 operates in close synergy with concurrent exhibitions at SECC, including the 2026 Ho Chi Minh International Maternity - Baby & Kids Fair (VIETBABY), the Vietnam International Education Fair (VIETEDU), and the Vietnam Consumer Goods & Living Fair (VIETCONSUMER). Together, this mega-exhibition cluster expects to draw over 28,000 professional trade visitors and consumers over its four-day run.